Turn More of Your Visitors into Customers

Turn More of Your Website’s Visitors into Customers

Small companies often invest a lot of money on online ads and social media marketing and can see the traffic coming through to their websites. However, many don’t see those visits resulting in sales. This leads to a lot of discouragement and abandonment of online advertising and many times, marketing in general.

If you find yourself in this boat, wondering why your online marketing is not resulting in sales, one question you should ask is what message are people seeing when they get to my website?

One company that we work with had a great following on their Facebook page, bringing in a huge amount of traffic to their website. They usually advertised very specific things on their Facebook page, such as “toddler toys on sale” or “new stock just arrived.” However, when looking at their ads, each would bring the user directly from this targeted message to the company’s home page. Their customers did not want to search the site for these items, and often bounced off the website immediately. Unfortunately, that company probably lost large amounts of sales because of this.

There’s one quick fix that could have saved these sales – a landing page.

A landing page is a single, targeted webpage created to specifically provide information personalised to the user’s marketing message. For instance, a customer coming in from a pay-per-click campaign highlighting a new type of children’s service may take their customers to a landing page that has a video demo of this service along with a form for more information. A good landing page should allow you to target your audience, offer them instant gratification on what they’re looking for, convert a higher percentage of visitors into qualified leads and allow you to capture their contact info.

In this company’s case, they should have created a single landing page featuring the toddler toys that were on sale with a “add to cart” button on each item. The customer gets what they wanted immediately and the business sees an uptake in sales.

What if your goal is different? What if you’re advertising on Kidspot and your goal is to get people from your Kidspot profile page to request more information about your services? Create a landing page that focuses on the exact same thing you mention in your Kidspot ad (i.e. entertainment for children’s birthday parties) and include a form to request a call back or more information. The users don’t need to search for the information relevant to what they want and you’ll see an increase in customer enquiries which should lead to an increase in revenue.

When should you use a landing page?
Whenever you want people to purchase specific items from your online store, encourage people to sign up for an email newsletter or request a call back from a representative – basically anytime you’re interacting with customers and leads through online, social media or email marketing. And don’t use the same landing page. Every time you offer something different, create another landing page.

How much information should be on your landing page?
Not a lot. It should be quick and to the point, with an easily seen call to action.

Landing pages are one of the most effective ways to convert visitors to customers. If you’d like help creating a landing page, contact us here.